Annual Report to Shareholders 1996

A New Media Dimension

Rural Press Limited celebrated its 85th anniversary in 1996. This milestone is only significant if it is also a record of achievement. At Rural Press we are proud of our 85 years of achievement, and we would like to think that those farmers and graziers who got us started in 1911 would also be proud of our development and growth.

In 1911 The Land was launched to act as an advocate to promote the interests of, and provide information to farmers and graziers. The medium at that time was via print. For many years the company confined itself to the print medium even though it expanded its base from merely The Land, a single agricultural publication covering New South Wales, to many agricultural publications in Australia, New Zealand and the United States. The provision of information and entertainment through the print medium was further extended in the mid eighties through the acquisition of regional publications. This publishing network now extends to all States of Australia.

In 1993, with the entry into radio broadcasting, a second medium was added. Broadcasting has grown to a total of 27 radio licences in Western Australia, Queensland and South Australia.

In 1996 yet a further medium has been added with the introduction of Farming OnLine which harnesses the rapidly developing technology of the Internet and thus the World Wide Web to deliver a stream of agricultural information and services. This provides our readers with the electronic alternative of the information highway and enables our advertisers to enjoy an enlarged market reach.

This third medium is consistent with our Mission...

"To publish and broadcast relevant, quality news, information, advertising and entertainment to country readers and listeners, to grow our market share, to become the publisher, broadcaster and printer for country people in Australia, to develop our international agricultural publications, to train and develop our staff, to provide meaningful careers and to give our shareholders a satisfactory return on their investment."